Our approach to tracking and analytics

profile picture Yoti 4 min read

We set up Yoti to give people a safer way of proving who they are. Instead of giving over your full identity details each time you had to prove one thing about yourself, we built an app that stores your ID as attributes that you can share individually. 

With the Yoti app, you can just share the fact that you are over 18, and keep the rest of your information, including your date of birth, private. This approach is called data minimisation and is designed to protect your privacy.

We do verify your ID document is real and so are you, but once our checks are complete, we can’t see your data. Only you have the key to decrypt it by unlocking your app with your phone.

In truth, we don’t know who our users are, which can make our life more difficult at times. But our business model is built on charging businesses to receive data-minimised identity details via the Yoti app – we’re not in the business of selling data. We do, however, collect minimal amounts of data to improve our app performance and our website. Here’s how it works.


Analytics on our website

We use cookies to understand how our ads and website are performing. The first time visitors land on yoti.com they are presented with a cookie preference manager. 

The cookie banner is front and centre when entering the site, and cannot be dismissed. We will only ever drop cookies if the ‘Accept’ preferences are clicked and users can update their settings by clicking on the Cookie Settings link in the footer of the website. Earlier this year we removed button nudging techniques to give each option equal weighting.

We use cookies for tracking the effectiveness of our ads, website analytics, business contacts and for retargeting campaigns. Our retargeting campaigns are shown to businesses only, and we only ever show ads to people that have shown an interest in our solutions. We also limit the number of ads shown to people where possible, currently 3 per week.

You can read more information on what cookies are and how we use them in our privacy policy.


Analytics in the Yoti app

We use Adjust mobile attribution to anonymously track and analyse which marketing channels or sources are working best for the Yoti app. We’re particularly interested in how well those channels direct users to download the app and how, once the app has been downloaded, it’s being used. 

For instance, which of our ad campaigns best encourage persons to add their ID document to their Yoti app. This helps us optimise our campaigns to ensure we’re targeting ads at people more likely to use the Yoti app. Currently we only ever track up until a user shares their details for the first time. In addition, we don’t run any retargeting campaigns.

With Adjust, we use aggregated and anonymised data only. We do not and cannot identify individual users or their behaviour. Equally, we never sell on or transfer any data to third parties without permission. This is firmly against our business principles.

You can read more information on how we use analytics in the app in our privacy policy. 

If you have any questions about privacy at Yoti, please message privacy@yoti.com.